Research into Genre - Ms Georgiou

In this section of work I will be looking into detail about the genre my artist 'Shani' follows. In conclusion to this I will be analysing two artists that again follow the Reggae genre and identify what characteristics make them sufficient enough to be in the mainstream music industry. The tow artist's I will be researching into are 'Gyptian' and 'Bob Marley'.

Gyptian: 
Gyptian was born in Windel Beneto Edwards on the 25^th October 1983. Gyptian is a Jamaican Reggae singer. He often appears with songs within the reggae subgenre Dancehall. Gyptain is best known hits include Serious Times, Mama, Beautiful Lady, I Can Feel Your Pain, Love Against the Wall, Hold You and She's My Lady.

In 2005, the previously unknown singer rose to international acclaim when his debut single Serious Times hit the top of the local and overseas reggae charts, and defeated even Junior Gongs Top Ten Billboard hit Welcome to Jamrock, to be declared Jamaica's Most Important Song of 2005. Nominated for Best New Entertainer at the 2006 International Reggae and World Music Awards, the twenty-three year old velvet-voiced singer has been dominating the charts with a slew of hit singles including Is There a Place, Beautiful Lady, and the chart-topping ballad Mama, Don't Cry.

With his highly anticipated debut album due in late 2006, Gyptian looks forward to sharing his musical message with the masses. At this juncture in my life, I live, eat, and breathe music the very air that comes from my mouth brings words of power and wisdom. I have the urge to teach my brothers and sisters until eternity."

(source: http://www.gyptian.com/)

Image:
Image can be defined as the general impression that something or someone presents to the public. 'Gyptian's image is very unique and distinguished. This means that his music also follows the same perceptions and conventions that make him so likeable to a wide target audience. 'Gyptian's' image references the stereotypical views of a Reggae artist. As well as this by the way he dresses consumers are able to see that appearance is important to artists especially now in today's society. 'Gyptian' follows a mainstream perception and this is referenced throughout all artwork covers and advertisements as it allows consumers to build up a relationship with the artist for being a stereotypical view.

Ethnicity:
Ethnicity can be defined as a strong influence on community status relations. 'Gyptian's' ethnicity is a Jamaican male that was influenced from singing in a church. After his talents were recognised his parents soon introduced the resistant youngster to Mr. Wong, a producer from Portmore in St. Catherine. I did not take it seriously. My family members have always been carrying me to Portmore to see him, but I usually disappear. One day, they dropped me off at his studio and left me and it all began there.  

Age & Gender:
'Gyptian' was born on the 25^th October 1983 this means that his age now to date is 28 years old. He is also a male artist that follows the Reggae genre. 

Culture:
Culture can be defined as a particular society at a particular time and place. 'Gyptian's' culture is influenced widely by the type of music he produces and the belief's that he follows as well as the cultural genre represented throughout his music. As 'Gyptian' is a Jamaican artist he follows a Christian based influence. Moreover from the culture that the artist follows shows the steps 'Gyptian' has come from in order to be where he is today. At the very early age of seven years old 'Gyptian' sang at his local church which shows the culture that he follows making a link to a church.

Ideology:
An ideology can be defined as a set of aims and ideas that directs one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision and a way of looking at things. Some of the beliefs and values of 'Gyptian' are the following;

• To be a mainstream artist
• To stay loyal to fans
• To keep on producing music
• To listen to any audience feedback

These main aspects above are the goals of any artist that follows the mainstream perception. Moreover each point is an example of a dedicated artist and the elements that has to be followed through in order to be successful.

Major/Independent Record Labels:
This can be defined as large companies within the music industry that may also own smaller record labels.

There are many music labels in today's society and some which are more successful then others. I will be researching into who the major record labels are in the music industry now. As well as who those record labels manage and who represent them.

Currently in the industry there are four associations that dominate the market, these include;

• Emi Group
• Sony Music
• Warner Music Group
• Universal Music Group

All of these organisations dominate the music industry from the amount of artists they manage and there reputation of making artists successful from the brand name supporting an artist.

Independents:
This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream. 

Here is an example of an independent music label, Boy better know - Boy Better Know founded by Hassan based in Cannon, is often used in a slang terminology however it is more commonly known to have been established by grime artists  

'Gyptian' is signed to a music label called, 'So So Def Recordings' which was founded by Jermaine DupriKwon. This music label is a major organisation that are very well known within the industry.

Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;

• A range of different locations
• Different lighting effects
• Quick editing styles
• Interesting camera shots
• Good use of lighting
• Different roles being played as part of a performance and narrative based concept
  

These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.

I will now be analysing 'Gyptian's' song 'Hold Yuh' and how it has become so successful in today's society through the use of different elements.

Camera Shots:
The first opening shot in the music video is a long shot of the artist while he is sitting down and singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the low key lighting effect that is used portraying a feel of a nightclub which is a convention consumers expect to see in a Reggae music video.

Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it will allow the audience to create a link between the lyrics in the song and the upbeat tempo to a club and the music that is usually played in a location like that.

A two shot is also displayed throughout the music video, this shot contains the artist dancing with a girl in a club to his song. This suggests  what the lyrics in the song represent as he sings 'Gyal, me wann fi hold, Yuh put me arms right around ya'. In the video this is represented through the artist holding a girl as he is dancing with her and holding her close to him which represents the lyrics in the song. This element also references Goodwin's Theory as lyrics and visuals match.

Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.

The second editing style that is used throughout the video is a fade to image editing style. The edit is used as the establishing shot of the club is shown which portrays that the characters in the video are already in the nightclub.

Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.

Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment.

Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of flashing lights and low key lighting the audience are able to tell the video is set in a nightclub.

Props:
There are many props used throughout the video to make it look more realistic. Props such as chairs, drink glasses, speakers, a motorbike and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.

Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is happy to be making a music video which is why he is also dance along to his music. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.

Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions.

Bob Marley:

Robert Nesta ‘Bob Marley’ was born on the 6^th February 1945 and died on the 11^th May 1981. He was a Jamaican singer-songwriter and musician. Marley remains the most widely known and revered performer of reggae music, and is credited with helping spread both Jamaican music and the Rastafari movement to a worldwide audience.

Marley's music was heavily influenced by the social issues of his homeland, and he is considered to have given voice to the specific political and cultural nexus of Jamaica. His best-known hits include "I Shot the Sheriff", "No Woman, No Cry", "Could You Be Loved", "Stir It Up", "Jamming", "Redemption Song", "One Love" and, together with The Wailers, "Three Littlesic was heavily influenced by the social issues of his homeland, and he is considered to have given voice to the specific political and cultural nexus of Jamaica. His best-known hits include "I Shot the Sheriff", "No Woman, No Cry", "Could You Be Loved", "Stir It Up", "Jamming", "Redemption Song", "One Love" and, together with The Wailers, "Three Little Birds", as well as the posthumous releases "Buffalo Soldier" and "Iron Lion Zion”. The compilation album ‘Legend’ was released three years after his death in 1984. It is reggae's best-selling album, going ten times Platinum (Diamond) in the U.S. and selling 20 million copies worldwide.

Bob Marley was born in the village of Nine Mile in Saint Ann Parish, Jamaica and was known as Nesta Robert Marley. His father, Norval Sinclair Marley was a white Jamaican of English descent whose family came from Essex, England. Norval was a captain in the Royal Marines, as well as a plantation overseer, when he married Cedella Booker, an Afro-Jamaican then 18 years old. Norval provided financial support for his wife and child, but seldom saw them, as he was often away on trips. In 1955, when Marley was 10 years old, his father died of a heart attack at age 60. Marley faced questions about his own racial identity throughout his life. He once reflected:

‘I don't have prejudice against meself. My father was a white and my mother was black. Them call me half-caste or whatever. Me don't dip on nobody's side. Me don't dip on the black man's side nor the white man's side. Me dip on God's side, the one who create me and cause me to come from black and white.^’

Source: (www.wikipedia.com)

Image:
'Bob Marley's' image is easily identified due to the trade mark dreadlocks he grew due to his descend. As a result of this he was seen as an icon to all individuals that aspired to be like him due to his individual style going against what the mainstream represents. He also followed the Rastafari movement which also meant his public image was associated with his religion and culture. This went in his favour as he was seen as committed to producing music no matter what he looked like. 'Bob Marley' is the time he was most successful was an icon not only for the music he produced but the way he used to dress and attract attention. As a result of this his career became increasingly popular and was in very high demand.

Ethnicity:
This can be defined as a strong influence followed on throughout an individuals life/career. In this case 'Bob Marely' followed the Rastafari movement which influenced his beliefs and values as well as the way his appearance was. The Rastafari movement is a Christian belief that was popular in the 1930's. The Rastafari movement encompasses themes such as the spiritual use of cannabis and the rejection of western society, called Babylon (from the metaphorical Babylon of the Christian New Testament.) It proclaims Africa (also "Zion") as the original birthplace of mankind, and embraces various Afrocentric social and political aspirations, such as the sociopolitical views and teachings of Jamaican publicist, organizer, and black nationalist Marcus Garvey (also often regarded as a prophet).

Age & Gender:

'Bob Marley' was born on the 6th February 1945 and died on the 11th May 1981. He was a male artist who died when he was 36 years old.

Culture:

This can be defined as a particular society at a particular time and place. 'Bob' followed the Rastafari movement or Rasta and is a monotheistic, new religious movement that arose in a Christian culture in Jamaica in the 1930s.

Ideology:

Is defined as a set of aims and ideas that directs one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision and a way of looking at things. Some of the beliefs and values of 'Bob Marley' are the following;

• To be successful
• To have loyal fans
• To remain an idol within the music industry

These different elements are made up from what an artist expects from themself. As Bob Marley has now passed away the points above are elements that would have applied to the artist while he was alive and now is in the hands of individuals that want to keep him memory alive.

Major/Independent Record Labels:
This can be defined as large companies within the music industry that may also own smaller record labels. There are many music labels in today's society and some which are more successful than others. I will be researching into who the major record labels are in the music industry now. As well as who those record labels manage and who represent them.

Currently in the industry there are four associations that dominate the market, these include;

• Emi Group
• Sony Music
• Warner Music Group
• Universal Music Group

All of these organisations dominate the music industry from the amount of artists they manage and their reputation of making artists successful from the brand name supporting an artist.

Independents:
This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream. 

Independents:
This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream. 

Here is an example of an independent music label, Boy better know - Boy Better Know founded by Hassan based in Cannon, is often used in a slang terminology however it is more commonly known to have been established by grime artists 
Bob Marley was signed to three major record labels throughout his career, these were ‘Studio One’, ‘Upsetter Records’ and ‘Tuff Gong’.

‘Studio One’ is one of Jamaica's most renowned record labels and recording studios, having been described as "the Motown of Jamaica." Studio One was involved with most of the major music movements in Jamaica during the 1960s and 1970s, including ska, rocksteady, reggae, dub and dancehall. The label was founded by Clement "Coxsone" Dodd in 1954, and the first recordings were cut in 1957 on Brentford Road in Kingston. 

‘Upsetter Records’ was a Jamaican record label set up by Lee "Scratch" Perry in 1968. Perry also opened the Upsetter Record Shop where he sold the records he produced. Upsetter Records signed a distribution deal with the U.K. based Trojan Records, and had its first success with Perry and The Upsetters' 1969 album Return of Django, which became a hit in the U.K. The label proceeded to release productions by many major Jamaican performers, including The Wailers and early sessions of Bob Marley and the Wailers.

‘Tuff Gong’ is a record label that was formed by the reggae group The Wailers in 1970 and named after Bob Marley's nickname, which was in turn an echo of that given to founder of the Rastafari movement, Leonard "The Gong" Howell. The first single on the label was "Run For Cover" by The Wailers. The Tuff Gong headquarters were located at 56 Hope Road, Kingston, Jamaica — Bob Marley's home. The location is now home to the Bob Marley Museum.

Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;

• A range of different locations
• Different lighting effects
• Quick editing styles
• Interesting camera shots
• Good use of lighting
• Different roles being played as part of a performance and narrative based concept

These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.

I will now be analysing 'Bob Marley’s' song 'Three Little Birds' and how it has become so successful in today's society through the use of different elements.

The first opening shot in the music video is a long shot of a young girl walking towards the sound of a television while the song starts and the artist starts singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics of a narrative based music video. Following this a point of view shot is shown allowing consumers to see where the video is set and what is seen through the young girls eyes. As well as this it will allow the audience to create a link between the lyrics in the song and the location.

A panning shot is also displayed at this point which contains the young girl walking off with the television on her hands. This suggests that the lyrics in the song are talking about the young girl. This also gives the perception that the young girl does not have a lot which leads me to relate to the lyrics in the song which ‘Bob Marley’ is singing. Throughout the chorus he sings, "Don't worry about a thing, Cause every little thing gonna be all right. Singin don't worry about a thing, Cause every little thing gonna be all right!" This suggests that the artist is talking about the young girl as it becomes obvious she is unfortunate as the music video goes on.

Editing Styles:

Throughout this music video there are different editing styles used throughout, one of the main ones I picked up on was the cartoon effect which displays three birds on the shot. This creates a link between lyrics and visuals due to the title of the song being called, ‘Three Little Birds’. This also allows consumers to build up a relationship with the young girl as the cartoon effect embraces a child like feature. In conclusion to this it is effective and is a good use editing style as it helps meet certain elements of Goodwin’s Theory.

The second editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play. In all music video’s straight cuts are a big element that makes a music video flow and make sense.

Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.

Costume, Hair & Make-Up:
These aspects when put together make a music video more realistic, as well as this it allows the audience to create a link with what an artist looks like to the way their own personal style is. As a result of this it leads me to conclude that the audience will then want to dress and have the same style as the artist they are watching as an artist such as ‘Bob Marley’ is seen as an icon all around the world. ‘Bob Marley’s’ own style is referenced to his culture, he is a Jamaican artist that follows the Rastafari movement. This is again reflected in the way his hair is and the colours he wears. In the music video the young girl playing the main role is dressed well however the audience are able to identify that she does not have a lot, this therefore means that her personal appearance is not reflected well due to her role portraying that she does not have a lot.

Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of natural lighting and low key lighting the audience are able to tell the video is set outside.

Props:
There are different props used throughout the video to make it look realistic. The items that are used are; televisions, a car, a football, money, guitar and a necklace of flowers. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.

Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Bob Marley' and the young girl are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Bob Marley' is singing the young girl is skipping along to the music portraying that she is happy. This leads me to conclude that the audience watching the video will want to dance as well due to the upbeat vibe.

Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again the young girl playing the main role is happy from the facial expressions being shown in the music video.

In conclusion to analysing both artist's and their music video's I have a better understanding of what should be put in a music video that follows the Reggae genre. As well as this it has given me ideas in what I should include for my own music video and how they will reference the genre.

In order to make sure my own music video follows the Reggae genre the different camera shots I have analysed above will help me identify the conventions consumers expect to see within specific genres. As well as this the editing styles I have also analysed above have given me a clearer indication of what I should aim to include in my own music video. As a result of this from analysing different artists within the same genre as my chosen artist i have been able to gain inspiration on the narrative and overall production route my music video will take in order to be as successful as the music videos i have analysed.